There are projects that are born from a brief. And others that are born from a dream. Dag, Mopperig Monster! belongs to this second category. After many years creating brands and illustrations for branding, packaging and advertising, we felt the need to explore a more intimate territory: creating stories that would leave a mark on children.

The project grew from the collaboration between Dutch author Heleen Versteeg and our founder Jordi Andreu with one very simple goal: to create a picture book where emotion, tenderness and visual quality would always come before any commercial consideration. And so the story of Mia and a big bear was born — a story that shows how patience, affection and friendship can transform even the grumpiest of hearts. From art direction to illustrations, editorial design, visual identity and all the launch communication, the project was developed as a complete experience.

The book was published and presented at various bookshops in the Netherlands, accompanied by point-of-sale materials, social media campaigns and communication activities. Although this first edition is currently out of print and awaiting a reissue, it remains a very special project: proof that design can also become storytelling, and the first step towards a small children's publishing house conceived from the same philosophy that inspires all Doodletown projects: quality, honesty and a great deal of care.